FK JablonecJablonec never falls far from the tree.

An FK Jablonec billboard above trees: two players celebrating in green kits beside the claim Rosteme společně.

At a glance

Design thinking: Start from what is already the club’s own. Jablonec holds the Czech word for apple, so the symbol became an apple tree.

Problem: The club needed a symbol rooted in its own history, ready before kit production began for the 2026/27 season.
Approach: We ran workshops to learn who the club talks to, then explored two directions before choosing the apple tree.
Outcome: The identity was revealed at the club’s gala evening, then launched in June 2026 with a microsite and the first fanshop collection. The new club website is live.

Role: Lucie as the only design and project lead, with the club’s communication team, also coordinating eSports.cz, which delivered the website’s data.
What we designed: Brand workshop
Verbal identity
Visual identity
Campaign
Merchandise
Website design
Duration: January–July 2026
Platforms: Stadium
Kits and merchandise
Social and matchday
Club website

The new symbol keeps the old crest’s triangle, ball and stripes, and brings back the tree.

The previous FK Jablonec crest: a green-and-white striped triangle topped by a football, with the club name on a ribbon. — Previous crest

New symbol

The brief was already there, in the club’s own words.

Management workshops · reference crests and kits · four personas

The club wanted to reach young families better.
Growing across generations became the heart of the claim.
Evidence
The academy trains children from 6 to 19, so young parents are already close to the club.
Many followers live far from the stadium.
Matchday posts show the region, so a fan watching from far away still recognises home.
Evidence
In the first workshop the club asked for posts with local meaning, for fans who follow it from afar.

At Jablonec, fans are family.

The club shares a small region with Liberec, so being the bigger club was never the plan. It says plainly what it is instead: a family club, where bigger rivals feel corporate.

Aerial view of the Jablonec stadium at golden hour, with an apple tree growing from the centre of the pitch.

Rosteme společně

The club’s favourite idea, a mountain king, was explored first.

“Jizerský král” (King of the Jizera) points at the mountains and regional pride. Management also proposed the apple tree. We sketched the king first, with AI assistance.

A gold tree emblem with a small crown in its branches on a black background. — Set asideA crown growing from the tree.

A black striped shield with a crown on top, on an off-white background. — Set asideA crowned striped shield.

The decision

The new symbol builds on the old crest. The tree returns, the round crown recalls the crest and a football, and the diagonals the club’s striped shirts.

The launch explained the symbol piece by piece.

Posts at launch showed where each part comes from: the apple tree of the town’s name, the ball in the round crown, the stripes of the shirts and the diagonals that give it direction. A second post introduced the chevron pattern built from the same shapes.

Launch post “Origin of the symbol” on deep green: four tiles explaining the apple tree city, the soccer ball, the diagonals and the stripes.

The symbol is built on precise geometry, which means it can be animated from its own construction lines. The club’s microsite replays that build in a loop.

One diagonal cut runs through the whole identity.

The tree’s diagonal cuts return in the FKJ logotype and in every pattern, which is what holds the parts together. Gold is kept for celebrations, so winning still looks like an event.

The FKJ logotype in white on deep green, with gold circles marking the cuts in the F and J that echo the tree symbol. — LogotypeThe cuts in the F and the J repeat those in the tree.

Organetto Variable specimen in six weights and widths, with numerals, in deep green on pale mint. — TypographyOrganetto for headlines, Figtree for reading.

A tonal green pattern alternating the letter J and the apple-tree symbol. — PatternThe J and the tree, in alternation.

A chevron pattern fading across a deep green gradient. — ChevronThe symbol’s diagonal cuts, repeated at scale.

PrimaryLegacy green#01311F
PrimaryFresh green#006625
PrimaryPure White#FFFFFF
PrimaryStone Black#111612
PrimaryGreen apple#E5F1EC

The decision

Rosteme společně (we grow together), a claim every fan can wear.

The claim ties the tree’s growth to the people around the club. We avoided the shorter “spolu” because of its political connotations, and kept the claim in Czech.

The tone of voice follows it. The club speaks to fans as “ty”, proud but never talking down: “Tady začínají sny malých fotbalistů” (this is where young footballers’ dreams begin).

A white hoodie with the green apple-tree symbol and FKJ on the chest, and FK JABLONEC down the back. AI-assisted mockup.

Home and away kits, with a message sewn inside.

Macron made the kits for the 2026/27 season. The inner hem tape reads “Síla severu” (Strength of the North), a line only the player wearing it ever sees.